tech talk with trusignal: uncovering the real roi of demand creation campaigns

Uncovering The Real ROI of Demand Creation Campaigns Digiday Brand Summit UtahDecember 9, 2013

Monday, December 9, 13

Confidential & ProprietaryConfidential & Proprietary

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Search, Behavioral & RetargetingIN-MARKET

Demand Creation Drives Profitable Growth

Contextual & Demo TargetingEmail Campaigns

PROFILE + CONTEXTUAL

SponsorshipsDemo TargetingSite Composition Targeting

PROFILE

Find High Quality New Customers

WHODATA

WHATDATA

TacticsFunnel StageData Types

Conversion Fulfill Existing

Demand

Demand Creation Create New Demand

BrandingBuild Future Demand

$$ $


Confidential & Proprietary

TruSignal’s Data-Driven Demand Creation Solution

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Audience DevelopmentBuild Your Custom Targeting Audience

Offline 3rd Party Profile Data1st Party Data Predictive Analytics

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Users Available for 1:1 targeting

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Campaign ManagementTarget Audience Across Channels



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Measuring ResultsUnderstand Incremental Impact

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37.5

75

112.5

150

Q1 Q2 Q3 Q40

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Q1 Q2 Q3 Q4

2013 Campaign Results

Campaign ManagementTarget Audience Across Channels



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SearchCall CenterRetargetingBranch VisitMobile CTCProspecting

37%

20%

9%

9%

10%

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Challenge: Measuring ROI for Demand Creation

Demand creation requires repeated exposure to the same audience over a period of weeks

Once the initial interest is created, consumers will follow many different paths to conversion

% of view-through conversions by last-click channel source

Influence of Prospecting

15%

Prospecting fuels all other channels10% of conversions were from last click-throughRemaining 90% were driven through other channels



What is Net Incrementality?

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Net Incrementality is the measurement of new customers acquired by a specific digital campaign who would not have converted in the absence of the campaign.

Net Incrementality Analysisanswers the question:

“If I spend $10,000 on this campaign, exactly how many net new customers will I acquire?



NIA Part I: Audience Division

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Phase 1Divide advertiser audience into two truly

random subgroups for A/B testing

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Control Group

Test Group

All Users

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NIA Part II: Execution

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Phase 2Launch Test Campaign to Test Group

All new customer sales data is collected during campaign period

New CustomerCRM Database

In all other aspects Test and Control group members are treated identically, including exposure

to your other marketing campaigns.

Sales!

Test Campaign Ad

PhoneSearch

Website

Direct Mail

In-Store

TV

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Phase 3TruSignal Matches New Customers

to Control and Test Groups

NIA Part III: Analysis

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New Customer Datafrom CRM

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112 new customersmatched to original control group

150 new customers matched to original test group

Net Incrementality Analysis answers the question:How many of my new customers would not have converted without the test campaign?



Case Study: NIA for Education Client

Client Overview:‣Top 10 for-profit education client with bachelor’s programs‣Bottom-funnel strategies tapped out: search, retargeting, behavioral, lead buying‣Enrollments secured via various channels: online, lead sellers, affiliates, TV, radio, call centers, and campus recruiting

TruSignal Solution:‣Built custom enrollment propensity audience based on existing students‣Executed 30-day RTB bidded display campaign using DSP platform‣Performed Net Incrementality Analysis (NIA) using a carefully controlled A/B test

Challenges Presented:‣How to reach potentially profitable students who aren’t currently seeking a bachelor’s program? ‣How to measure the impact of demand creation on new enrollments?



Case Study: Education Demand Campaign NIA

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PopulationSize Leads Enrollments Enroll Rate

Control 2,500,000 6895 170 2.4%

Test 2,500,000 7211 204 2.8%

Incremental 316 34

Cost per incremental enrollment = $1,765 < $3,000 (target)

Results‣Test group produced better quality (2.4% vs 2.8% enrollment rate)‣Test campaign generated 34 incremental enrollments



Thank You!

Discover Your Ideal AudienceJeremy Longinotti

CROwww.tru-signal.com

[email protected] twitter: @trusignal


http://www.tru-signal.com

http://www.tru-signal.com

mailto:[email protected]

mailto:[email protected]

tech talk with trusignal: uncovering the real roi of demand creation campaigns

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